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On September 29 – October 1, 2010 the IV International scientifical-practical Conference “Marketing of innovations and innovations in marketing” (MIIM 2010) took place on the basis of the Department of Marketing of the Sumy State University
At the IV International scientifical-practical conference “Marketing of innovations and innovations in marketing” were presented materials (theses, applications for participation) of researchers, teachers, post-graduate students, doctoral students and representatives of Ukrainian companies.
The geography of participants is presented by the countries: the USA, Germany, Poland, Azerbaijan, Russia, Ukraine (Sumy, Kyiv, Kharkiv, Odesa, Poltava, Lugansk, Lviv, Dnepropetrovsk, Donetsk, Khmelnitskiy, Cherkasy, Makeyevka, Severodonetsk, Zaporizhzhya, Kirovograd).miim2010_2

Conference materials include developments of representatives of 43 higher educational institutions and scientific organizations (7 of them are foreign educational institutions):

  1. Sumy State University;
  2. Sumy National Agrarian University;
  3. Council for Ukraine’s Productive Forces Studies of the National academy of sciences of Ukraine, Kyiv;
  4. Odesa State Economic University;
  5. Poltava university of consumer cooperative in Ukraine;
  6. Lviv Polytechnic National University;
  7. National Technical University "Kharkov Polytechnical Institute";
  8. Kharkiv State Technical University of Constraction and Architecture;
  9. State Higher Educational Institution Ukrainian Academy of Banking of the National Bank of Ukraine, Sumy;
  10. Volodymyr Dahl East Ukrainian National University, Lugansk;
  11. Vadym Hetman Kyiv National Economic University;
  12. Luhansk Taras Shevchenko National University;
  13. Donetsk National Technical University;
  14. Kremenchuk Mykhailo Ostrohradskyi National University;
  15. Donetsk National University of Economics and Trade named after M. Tugan-Baranovsky;
  16. Vyacheslav Chornovol Lviv State Institute Of The Newest Technologies And Management;
  17. Khmelnitsk National University;
  18. East European University Of Economy And Management; Chertkasy;
  19. Lviv Commercial Academy;
  20. National Technical University of Ukraine “Kyiv Polytechnic Institute”
  21. Makeevka Economic-Humanitarian Institute;
  22. National Timber University Of Ukraine, Lviv;
  23. Donetsk National University;
  24. Zaporizhzhya State Engineering Academy;
  25. Kharkiv National University of Radio and Electronics;
  26. Interregional Academy of Personnel Management;
  27. State University of Informatics and Artificial Intelligence, Donetsk;
  28. Auto-Road Institute of the State higher education institution Donetsk National Technical University;
  29. Kharkiv National Auto-Road University;
  30. The European university, Donetsk branch;
  31. Technological Institute of Volodymyr Dahl East Ukrainian National University, Severodonetsk;
  32. Institute of Industrial Economics f the National academy of sciences of Ukraine, Donetsk;
  33. Kyiv University of Tourism, Economics and Law;
  34. Kharkov Institute of Banking of the University of Banking of the National Bank of Ukraine;
  35. Kirovograd Institute of Regoinal Management and Economics;
  36. SHEI "National Academy of Management", Donetsk;
  37. Graduate School of Banking (Poland);
  38. Economic University (Poland);
  39. Division of Air Pollution Control (USA);
  40. University of Applied Sciences “Weihenstephan” (Germany);
  41. Pedagogical Institute of the Southern Federal University (Russia);
  42. Hochschule der Medien in Stuttgart (Germany);
  43. Sumgayit State University (Azerbaijan).

Also conference materials include developments of representatives of Ukrainian enterprises and organizations (establishments):

  • marketing communications agency "MART", Kyiv;
  • "Nectar", Cherkasy;
  • State Enterprise "Donetsk Scientific-Production Center of Standardization, Metrology and Certification", Donetsk;
  • Transsystem S.A. (Poland);
  • "Turbomash", Sumy;
  • "TD "Papyrus", Sumy;
  • "Chukhno S.M.", Sumy.

19 doctors of sciences, 59 candidates of sciences, 6 teachers, 29 post-graduate students, 12 assistants and 7 representatives of Ukrainian enterprises took part in the conference.

The following thematic directions have been considered:

  • methodological and theoretical foundations of marketing of innovation;
  • commodity innovation policy of a modern enterprise;
  • management of innovation lifecycle;
  • brand management in the context of marketing of innovations;
  • demand formation and promotion of innovative product on the market;
  • management of innovations' marketing risks;
  • potential of innovative development on the basis of marketing;
  • innovations in marketing;
  • new methods of marketing researches;
  • new strategies of the market segmenting;
  • modification of the product life cycle curve;
  • new marketing strategies and coverage of the target segment;
  • marketing of environmental innovations.


As part of the IV International scientific-practical conference "Marketing of innovations and innovations in marketing" was held a round table on a theme the "Social Media OR how to sell an elephant to generation "Y". Speakers Alexander Toropov (Studio of media projects "Papaya", Kyiv) and Julia Skrynnyk (Advertising agency "VIP Media Group", Sumy) highlighted the main provisions and outlined the problems of modern social media. As an experts of the debates have acted the leading specialists in the field of advertising and communications:

  1. Irina Litovchenko (PhD, Assiate Professor of the Department of Marketing, ONEU, Odessa);
  2. Arseniy Miroshnichenko (Event-company TFT, Sumy)
  3. Denis Zelensky (Web-studio GENII, Sumy)
  4. Rostislav Kiroi (Web-studio GENII, Sumy)
  5. Tatiana Bashuk (PhD, Department of Marketing, SumSU, Sumy)

Conference participants agreed that further meetings of experts will address such issues:

  • generalization of new theoretical postulates of marketing of innovations;
  • exchange of experience in implementation of marketing innovations in the practice of enterprises and institutions;
  • development of methodological and practical recommendations for effective application of new methods and technologies in marketing.

By results of the IV International scientific-practical conference "Marketing of innovations and innovations in marketing" will be published a collective monograph.